Interactive advertising system

ABSTRACT

Methods, systems, and apparatus, including computer programs encoded on computer storage media, for providing an interactive advertising system and components thereof.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of and claims the benefit under 35U.S.C. § 120 of U.S. patent application Ser. No. 12/590,608, titled“Interactive Advertising System,” filed Nov. 10, 2009, which claims thebenefit under 35 U.S.C. § 119(e) of U.S. Patent Application No.61/198,784, titled “WinView System,” filed Nov. 10, 2008, each of whichis incorporated herein by reference.

BACKGROUND

Systems exist that allow viewers to watch live TV with interactivematerial presented on another device.

U.S. Pat. No. 5,643,088 for “Game of skill or chance playable by remoteparticipants in conjunction with a common game event including insertedinteractive advertising” describes one such system.

SUMMARY

This specification describes a unified, real-time, end-to-endinteractive advertising system suitable for use with television programsand commercials. The system can simulcast a precisely synchronizedinteractive ad at the same time as a broadcast commercial, e.g., atelevision commercial, where the ad is viewable on a cell phone,personal computer (PC) or other client device.

In this specification, the word “commercial” will be used to refer tothe advertising content that is broadcast, for example, within orbetween radio and television programs, to sponsor the programs. The word“ad”—alone or in combinations—will be used to refer to part or all ofthe metadata and content that defines an interactive ad, some or all ofwhich is transmitted to client devices to be played by the clientdevices and interacted with by the viewers at the same time thecommercial is broadcast. When a commercial is linked to such aninteractive ad, it may be referred to as an “interactively-enhancedcommercial;” or in reference to a particular ad, the commercial may bereferred to as the “underlying commercial.”

The system electronically schedules and co-ordinates the synchronizationof the interactive ad with the broadcast commercial. The system canbroadcast ads itself or broadcast them through intermediaries. Thesystem broadcasts ads to members' selected client devices, e.g., cellphones.

The system has registered users, who will be referred to as members.However, the system can optionally also provide interactive ads toviewers who are not members.

The system maintains a repository for the collection, storage, analysisand reporting of members' (and, optionally, other viewers') responses tointeractively-enhanced commercials and members' eligibility for awards,points, coupons and prizes.

The system provides notifications to viewers and members of upcominginteractively-enhanced commercials, both over the commercials' broadcastchannels to the viewers' televisions and through the members' clientdevices. The notifications can include information describing incentivesfor viewers who successfully perform an interactive ad task inconnection with the commercial, which is intended to demonstrateengagement in and comprehension of the commercial. At the conclusion ofa commercial, for example, an ad could ask questions about thecommercial to establish the viewer's level of comprehension of thesponsor's message.

The system includes a production system that can perform the timesynchronized transmission of interactive ad presentations to membersover a cellular telephone network, the Internet, satellite transmissionor other data paths separate from the broadcast of the commercialitself. The system can also collect responses from the members whointeract with the ad and reports this data.

The system includes tools for the production by advertisers ofinteractive ads, which can contain text, audio, and graphics directlyrelating to a specific commercial, will contain data defining viewerinteractions relating to the commercial.

The system provides tools for advertisers to request data reports.

The system provides schedules of upcoming television broadcasts ofprograms that include interactively-enhanced commercials for the use ofbroadcasters, advertisers, and members.

The system provides tools for members to customize individualpreferences, interests, and display options.

The system is used by and interacts with a number of participants. Theseinclude:

(i) advertisers that create and produce commercials and interactive adsfor commercials, making standard commercials into interactively-enhancedcommercials, and that provide incentives for people who participate ininteractive ads, their own or others';

(ii) broadcast networks, in particular, television networks, localstations, cable operators, DVR service providers, and satellite networksthat deliver the programming and commercials (collectively,“broadcasters”);

(iii) mobile phone operating companies that pre-load the clientapplication software for the system on their mobile phones and executereal-time communications between the interactive advertising system'sservers and members' mobile phones;

(iv) distribution companies such as cable and satellite serviceproviders that have DVRs or other customer site equipment that can beprogrammed as client devices and interact as such with the system; and

(v) the system operator or operators who receive, schedule andsynchronize the transmission of the interactive ads to the viewers'client devices enabling their interaction

Particular embodiments of the subject matter described in thisspecification can be implemented so as to realize one or more of thefollowing advantages. The system requires no modification to thecommercial or any specialized equipment for the viewer. The system canmake any television commercial broadcast into a mass audienceinteractive, measurable and real-time participatory one, without anymodification of the underlying television commercial itself. Unlikesystems which need a cable or satellite box, the system enables everyviewer in a household with a cell phone to participate. The systemallows advertisers to provide meaningful rewards for a viewer'sparticipation. The system can provide advertisers within minutes oftheir broadcast with detailed demographic and psychographic reports totheir specifications, on the system's members' participation in theirads based on information members supply at registration as opposed toreports based on cable or satellite subscriber data. The system willenable anyone to interact in real-time with broadcast commercials.

DESCRIPTION OF DRAWINGS

The FIGURE is a schematic diagram illustrating an interactiveadvertising system.

Like reference symbols in the various drawings indicate like elements.

DETAILED DESCRIPTION

The features of an illustrative implementation of an interactiveadvertising system 100 will now be described in reference to the figure.

Interactive Ad Production Software

An advertiser 102 preparing an interactive ad 106 will use a softwareapplication or component, which will be referred to as the ad productionsoftware 104. In some implementations, this software is a stand alonesoftware application that can be run on a personal computer, atelevision production system, or other data processing platform. Inother implementations, this software is implemented as a module in alarger application, for example, a video production system used toproduce commercials for broadcast. In other implementations, thissoftware is implemented as a web service, e.g., a web service providedby the interactive advertising system.

The ad production software generates components of an interactive ad ina form that can be used by the components of the interactive advertisingsystem. An interactive ad will generally include both an interactive adpresentation 108 that can be played by a client device and interactivead metadata 110 that can include data describing the ad, the advertiser,any incentives being offered by the advertiser in connection with theadvertisement, the underlying commercial 112, target viewer demographicsfor the ad, reports requested by the advertiser, and other informationrelating to the ad. In some implementations, the software generates thedata in the form of an interactive ad data package, which is acollection of data resources or, preferably, a container containing thedata, e.g., in the form of separate data files in a ZIP archive orseparate documents in an XML document.

Generally, the production of an interactive ad will take place after thecompletion of the underlying commercial.

In some implementations, the ad production software provides users(employees or agents of the advertiser who are developing theinteractive ad) with templates that they can use to define the ad. Usingthe templates, users can insert static graphics and text to be displayedat particular times and time intervals, audio and video content to beplayed during particular time intervals, questions and instructionsrequiring a response and formats for presenting the questions andobtaining the response, background audio or visual content, and othercontent. Additionally, or in alternative implementations, the adproduction software can include a software development environmentallowing users to develop interactive content for particular platforms,e.g., Blackberry, iPhone, Flash or Android mobile device platforms.

The ad production software generates one or more forms of interactive adpresentation according to the number of distinct target platforms(versions of client application software on supported client devices)supported by the interactive advertising system. In someimplementations, all the presentations are included in a singleinteractive ad data package.

In some implementations, the ad production software displays a view portcorresponding to a display of a client device and allows the user to“drag and drop” an advertiser's logo into an appropriate space in theview port designating the location in the client device display of theclient application where the advertiser wishes its graphics to belocated. The production software also ensures that graphic designs inthe interactive ad presentations satisfy the requirements of the targetclient devices and client application software. In some implementations,the software can play the ad being developed in parallel with theunderlying commercial, allowing the user through a graphical userinterface to set timing marks in the ad for the playing of particularelements of the presentation. In some implementations, the ad caninclude data specifying timing instructions for the release of theinteractive ad presentation, which may occur at or after the beginningof the underlying commercial, which enables the interactive advertisingsystem to precisely synchronize the playing of the ad with thebroadcasting of the commercial. In some implementations, the adproduction software can play the ad presentation and the commercial atthe same time, allowing the advertiser to test the ad presentation forcorrect synchronized timing and accuracy.

In some implementations, the ad production software includes predefinedsamples or prototypes for different kinds of interactive ads that theuser can adapt to a particular commercial. The samples can beimplemented as partially completed templates. In some implementations,the samples can include sample viewer interactions defining questionsabout the commercial, allowing the advertiser to identify the level ofunderstanding and recall by the viewer of the key copy points of theunderlying commercial. The samples can also include sample viewerinteractions asking the viewer to press a key when a pre-specified audioor video cue is heard or observed, or viewer interactions with questionsconcerning the product or service advertised at the end of thecommercial. The samples can also include random or demographicallyspecified sample viewer interactions in which the viewer can request (a)a discount coupon, (b) a test drive, or (c) more information about theadvertised product or service at the conclusion of the commercial. Thesamples can also include sample viewer interactions asking the viewerfor specific feedback and opinions concerning the commercial itself, forexample, a rating of the commercial for effectiveness, a rating of thespokesperson's performance, a rating of the theme music, the tag line orslogans, or a rating of the overall effectiveness of the commercial.

In templates or other form of user interface, the ad production softwareallows the user to specify, for inclusion in the interactive ad datapackage, information describing the ad, the advertiser, any incentivesbeing offered by the advertiser in connection with the advertisement,the underlying commercial, target viewer demographics for the ad, i.e.,a profile of the audience the advertiser wants to reach with the ad,reports requested by the advertiser, and other information relating tothe ad. In particular, the user can specify a number of system awardpoints or other incentives the advertiser desires to award to the viewerfor correctly performing particular tasks set out in the interactive adpresentation. The software optionally allows advertisers to define aspart of the target audience those members who have expressed apreference for one or more particular incentives or particular kinds ofincentives.

In some implementations, the advertiser can specify who among the systemmembers the advertiser wants to receive schedules, updates, alerts orany other information concerning any specific interactive ad, and the adproduction software can include this information in the interactive addata package.

In some implementations, the advertiser can specify the segment of theviewing audience about whom the advertiser wants to collect demographicinformation. In some implementations, the advertiser can specify thekinds of report, the demographic information and metrics about viewerparticipation, and other information to be reported by the interactiveadvertising system at the completion of the airing of the commercial.

Requested reports can include, e.g., the total number of viewers whointeracted with the ad, the demographic profile of those who interactedwith the ad, a demographic profile of those who responded to the adfavorably, e.g., through rating it favorably or requesting moreinformation, and opinions of the participants about the commercial andthe interactive ad experience.

In some implementations, the ad production software can calculate anddisplay a cost or cost formula based on the services requested of theinteractive advertising system, so the advertiser can determine anexpected cost of the ad.

The advertiser will generally provide the interactive ad embedded in thecommercial 112 to the broadcaster for inclusion in the broadcast programin the advertising slot the advertiser has purchased. For example, thead production software or some other advertiser system can include allor part of the interactive ad data in the data of the commercial itself,where it will be available to the automated systems of the broadcasterand others. For example, interactive ad data can be embedded in anunused line of the vertical blanking interval (VBI) of an underlyingcommercial. Alternatively or in addition, the data can be digitallyintegrated into the audio or video portion of the commercial that isinaudible or invisible to the viewer. Alternatively, the interactive adcan be transmitted only to the interactive advertising system, e.g.,electronically through any kind of data transport over the Internet.

For interactive ad data packages provided to broadcasters, the adproduction software can include in the data a graphic or audio item tobe broadcast as part of or shortly before the broadcast of theunderlying commercial to alert viewers that the commercial is aninteractively-enhanced commercial. The software can optionally allowadvertisers to specify their own unique and copyrighted audio cues (forbroadcast as part of the program before the commercial or separately toclient devices) to be used to alert prospective viewers to the upcomingairing of their commercials.

In preferred implementations, the interactive ad data package is notsent to the broadcaster at all but instead sent to the interactiveadvertising system. In such implementations, the operations of thebroadcaster are completely unaffected by the parallel simulcast of theinteractive ad with its underlying commercial.

Production System

The core functionality of managing and transmitting interactive ads isperformed by a part of the interactive advertising system that will bereferred to as the production system 120.

The term “operator,” or, when necessary to avoid ambiguity, “systemoperator,” will be used to refer to a person or people 122 operating ormanaging the interactive advertising system, and in particular, theproduction system.

The production system includes one or more production servers 124running software that synchronizes the broadcasting or releasing ofinteractive ads with the broadcasting of underlying commercials. Theproduction servers are in continual communication with monitoringservers 126 that monitor television (and, in some implementations,radio) broadcasts of programs and particularly of commercials, decodingthe broadcasts to find signals indicating the impending or actualbroadcast of an interactively-enhanced program or interactively-enhancedcommercial. Such signals can be embedded in the VBI or in digital oraudio data in the commercial to be broadcast.

The production system can optionally monitor local television marketsand remotely trigger the synchronized release of interactive ads bylocal production servers as commercials are broadcast in various timeslots in local markets.

In scheduling and linking interactive ads with broadcast commercials,the production system can use interactive ad metadata that encodes aunique identifier of the specific commercial to which the ad is linked.The metadata also optionally includes data that defines a broadcastmarket for the ad.

The ad metadata can be received by the production system with the adcontent in a interactive ad data package received from the advertiser,or it can be received from the advertiser separately through theadvertiser support system.

The production system can use the scheduling information in theinteractive ad metadata to trigger the release of audible tones or otheraudio or visual alerts on the members' client devices. The productionsystem can limit alerts for an interactive ad to members in a respectivetarget audience. The production system can send alerts at apredetermined time (e.g., 10 seconds) prior to the actual broadcast of acommercial, so that those interested in interactively-enhancedcommercials and watching are alerted or those not watching theunderlying program can be informed immediately before the commercial isbroadcast.

The production system maintains a master schedule 138 that includes aschedule of all scheduled interactively-enhanced commercials, includingthe underlying programs with which the interactive ads will be broadcastand the estimated or specific time slots in which theinteractively-enhanced commercials will be run. The schedule can includesome or all of the following information for television programs: a listof upcoming programs containing interactively-enhanced commercials,including the television channel and time of local broadcast for themember's market; the position of an interactively-enhanced commercialwithin the specific program, if known; the specific sponsor of thecommercial; the product category of the commercial; the genre of theinteractive ad; and the number of points or other incentives to beawarded for participation in each specific commercial.

The schedule is made available to advertisers and members in theirrespective web sites or other interfaces to the interactive advertisingsystem. The production system can provide a complete schedule of all ofan individual advertiser's interactive-enhanced commercials scheduledfor an upcoming period, e.g., 24 hours.

The production system broadcasts interactive ads to client devices, bothfor interaction in real time (real-time participation) during thebroadcast of the underlying commercials, and on demand on a member website or on a client device running client application software. Theproduction system is the collection point for the data representing eachmember's interaction with an ad. The data is provided to the advertisersupport system.

Depending on the client device and the interactive ad, the productionsystem may interact with a client device (or with the client applicationsoftware running on the client device), providing instructions andreceiving user actions, while the underlying commercial is beingbroadcast. Generally, however, the client application software willupload the member's interactions with the ad after the commercial hasended. The production system can request particular client devices toupload their ad interaction data to the production system, or the datacan be uploaded at a time determined by the client application softwareor by the member. In some scenarios, e.g., where the advertiser wants toverify current participation, the interactive ad and the productionsystem will require real-time interaction between the client device andthe production system as the underlying commercial is being broadcast.

From the ad interaction data and the metadata for the ad, the productionsystem can detect that the member has performed one or more requestactions correctly during, or at the conclusion of, the commercial. Forexample, the production system can determine that the member hasanswered questions in the interactive ad about the underlying commercialcorrectly and award points or prizes as specified in the interactive admetadata. According to the incentives specified for the ad, theproduction system can award incentives to the members according to theirperformance, providing the necessary data to the incentives system. Forexample, the production system can make a sweepstakes entry for asuccessful member, or award points or e-coupons, by sending instructionsto the incentives server.

The production system can also extract from the ad interaction data arequest for a free trial or test drive of an advertised product orservice at the conclusion of a commercial. Such a request can berecognized as a qualifying interaction or other recorded indication ofinterest in a particular product. The production system can record theinteraction in a reporting database, which can be used by the advertisersupport system to generate reports telling the advertiser that thecommercial was viewed.

Similarly, the production system can verify the correctness of an answerto a question or questions about the commercial at its conclusion toverify that the entire commercial was viewed and understood, and recordthis information in the reporting database.

The production system can record each interaction with a particular adby a member, based on an assigned unique ad identifier, and limit awardsfor interaction with a specific ad to one per member.

Broadcaster Support

Although it is possible for the interactive advertising system toprovide interactive ads without the participation of broadcasters,broadcaster support is desirable. In some implementations, therefore,links to and support of broadcasters are provided, e.g., through abroadcaster web site.

In some implementations, broadcasters' automated broadcasting systemsare configured to detect interactive ads in programs received fromprogram producers and in response provide an announcement, e.g., at thebeginning of a program broadcast, that the program is aninteractively-enhanced program, i.e., a program containinginteractively-enhanced commercials. A broadcaster can also promoteupcoming interactively-enhanced commercials by broadcasting an audio orvisual alert, e.g., a pattern of tones, a spoken announcement, or ascreen bug, shortly before the commercial.

In the case of a live event, such as a sports event, for example, whilethe commercials to be broadcast are generally scheduled in a specificorder, the exact time a commercial will be broadcast is determined withthe cooperation of the broadcaster, e.g., by the television programdirector physically at the event in charge of the telecast, who in turnmust wait for a break in the live action. The broadcaster can assist thesystem operator by providing a data signal or direct voice communicationso that the operator has an advance warning, e.g., 5-10 seconds inadvance, of the upcoming commercial break, that the operator can use tocause alerts to be sent to members. The broadcaster can also provide asignal indicating the exact time of broadcast of aninteractively-enhanced commercial, allowing the system to synchronizerelease of the interactive ad with the beginning of the commercial. Aninteractive ad can be “released” either by transmitting it to the clientdevices for playing by the client devices as it is received, or bytransmitting it before it should be played and transmitting a start playinstruction to the client devices, either at the time play should start,or with a time at which the client devices are instructed to start theinteractive ad.

In the absence of a communication from the broadcaster, the operator'sproducer can manually trigger the release of the interactive ad as theproducer observes the start of the pre-scheduled commercial on atelevision monitor. For such cases, the release of the interactive admay be predetermined to occur a fixed time, e.g., two seconds, after thestart of the commercial, in order to accommodate the lack of advancewarning. In this situation, the interactive ad would be synchronized onthis predetermined delayed start point. Also, for such cases, as well asin general, the production system can automatically trigger the releaseof the interactive ad to occur at a fixed time after the detection of asignal embedded in the commercial itself, for example, a signal embeddedin the VBI or the audio or video portion of the commercial.

Locally Inserted Television Commercials

Local television and cable channels can air both national and local(spot) commercials. Local spots are broadcast in time slots specificallyreserved for local or regional advertisers.

Local advertisers can use the ad production software to create localinteractive ads and can transmit them to the interactive advertisingsystem as has been described for production with a local broadcast of atelevision program.

The advertiser identifies the ad as a local ad and the ad productionsoftware includes a unique identifier in the interactive ad data packageto insure that the ad is only sent to the client devices of viewers who(a) are registered within the area where the commercial is scheduled tobe run; (b) have a cell phone that is currently being controlled by acell tower that serves the area where the commercial is scheduled to berun; or (c) are web viewers who are logged in and registered in the areawhere the commercial is scheduled to be run.

The production system can arrange for the interactive ad to betransmitted to the local members at the proper time through use oflocally-based production servers that are in data communication withcentral production servers. The local server detects the upcoming localbroadcast of the local commercial, as has been described, and signals acentral production server when to release the specific interactive adfor the local commercial. Alternatively, the operator can arrange torelease the interactive ad at the correct time (a) by engaging theservices of a locally-based employee or contractor to provide a time ofbroadcast, (b) by obtaining commercial broadcast timing alerts from thelocal broadcaster, or (c) by local or remote monitoring of the broadcastsignals of the local stations by a local or central production server.

An interactive ad and its warnings can also be synchronized with acommercial (a) by synchronizing the beginning of the broadcast of theprogram, through visual observation by a person, (b) by utilizing alocal computer connected to a television tuner to monitor andsynchronize the local telecast to signal a production server as to theprecise time the broadcast of the underlying television commercialbegins, or (c) by monitoring the local station's broadcast serverdirectly by a production server, so that the show is preciselysynchronized for any interactive advertisements and the precise timeslots of the local commercials are monitored and the files automaticallyreleased to the client devices located in the local area.

In some implementations, local stations' programming servers areprogrammed to recognize an interactive ad in the programming data to bebroadcast by the local station, generate an advance warning message forthe interactive advertising system, and send the warning message to thesystem, allowing the system to cause alerts to be transmitted to localmembers.

In the case of previously recorded broadcasts of network programs thatair in different time zones, or syndicated television programs wherethere are sometimes different stations or cable systems in the samemarkets broadcasting the syndicated program, synchronization of thecorrect interactive ad with the underlying commercial presents achallenge.

In addition to the methods described U.S. patent application Ser. No:11/786,992, the disclosure of which is incorporated here by reference,the interactive advertising system can use a method of embedding data inthe broadcast to identify the particular broadcast being received andviewed by the member. For example, the closed captioning segment can beprogrammed to contain data that triggers the display on the televisionscreen itself at the beginning of the program or theinteractively-enhanced commercial of a specific identifying code, forexample, “interactive program number 487.” This can be used by theproduction system to identify specifically which interactively-enhancedcommercial, in which specific telecast and in which market the member isreceiving the broadcast.

The member would enter this program's identifying code as requested bythe client application software on the client device. This code is thenused by a production server to trigger the timing of the release of thecorresponding interactive ad to all client devices that have reportedthe same identifying code, in order to accurately synchronize theinteractive ads in the upcoming commercials to the specific broadcastindicated by the code.

In all other respects, the transmission of alerts and selection of atarget audience is the same for local or syndicated broadcasts as forother broadcasts.

Incentives System

The interactive advertising system includes an incentives system 150.

The incentives system administers and maintains members' award accounts,including the terms and conditions for granting and redeeming awardsgenerated from an interaction with an interactively-enhanced commercial.

This system includes an incentives database 152 that is used by theincentives system and other parts of the interactive advertising systemto track member incentives.

The incentives system can receive instructions from the productionsystem as to incentives that members have been awarded for particularsuccessful interactions with particular interactive ads. In response,the system can update the respective members' accounts to reflect theawards.

The incentives system or the production system can notify a memberthrough the members web site or through the members' client device ofthe incentives that the member's account has been credited with, as soonafter the member's participation as the awards have been recorded.

The incentives system optionally provides a marketplace that allowsmembers to exchange incentives they have been awarded for otherincentives. In some implementations, advertisers and other providers ofincentives can assign a value to the incentives in award points,allowing members to exchange those incentives that have such a value andnot exchange incentives that do not. The provider of an incentive, anelectronic coupon (e-coupon), for example, may have offered theincentive only to a particular demographic and, therefore, may not wantthe incentive to be transferred to a member who is not part of thetarget demographic.

The incentives system maintains a secure data repository (database) ofunredeemed e-tickets, e-coupons, and other awards. Incentives offered byadvertisers and others can be maintained in the repository before theyare awarded. They can also be maintained in the repository after theyare awarded but while they are unredeemed. From the repository, awardsmay be redeemed by members and, optionally, exchanged with other membersbefore redemption. The incentives system thus keeps track of allredeemed and unredeemed e-coupons, awards, e-tickets, and otherincentives.

In some implementations, the incentives system can electronicallytransfer incentives from a member's account, e.g., points, e-coupons ore-tickets, to a member's cell phone, PC, or other device, using, forexample, a bar code technology to generate e-coupons, e-tickets, andawards in a form that can be redeemed at a retail location, for example.In some implementations, the incentives system supports secure onlineconnections to participating retail establishments to enable, authorize,and track the redemption of a particular incentive, which will thenautomatically be removed from the respective member's account.

In some implementations, the incentives system can maintain a databaseof retail establishments participating in the redemption of systemincentives. When a member authorizes the client application software toprovide the member's current location to the system, e.g., from a GPS(Global Positioning System) or LBS (Location Based System) technology onthe member's mobile device, the system can determine that the member isclose to a retail location participating in award redemptions for awardsthe member has in the member's account and send a notification to themember's mobile device telling the member that such a retail location isnear.

In implementations where the system can track the incentive redemptions,the system can, at the advertiser's request, generate and deliver to theadvertiser an award redemption report, so that the advertiser has arecord of who (individually or in the aggregate, according to thegoverning privacy policy) actually redeemed the advertiser's awards,with a demographics report.

Advertiser Support System and Web Site

The interactive advertising system includes interfaces 140 for onlineaccess by actual and potential advertisers using the system. Thefunctionality of these interfaces will be described in reference to anillustrative advertiser web site, which will now be described. However,other forms of interface for electronic data exchange may also be used.

Advertisers can use the advertiser web site to obtain ad productionsoftware to use to author interactive ads. An advertiser can use thesite to upload completed interactive ads to the interactive advertisingsystem. Through the site, an advertiser can update or overridescheduling, incentives, target demographics, desired reporting, or otherdata in an uploaded interactive ad, and the advertiser can obtainreports relating to pending and completing interactive advertisingcampaigns.

As requested by the advertiser, a reporting system of the advertisersupport system can generate and deliver reports for eachinteractively-enhanced commercial that can include, for example, thenumber of participants, the demographics of participants, specificallyhow and/or how accurately the participants interacted with the ad, e.g.,answered questions, requested information, rated the ad, and so on.

Through the interfaces provided by the advertiser web site, anadvertiser can specify the reports the advertiser wants to receive andhow they should be delivered, e.g., by electronic mail, on theadvertiser's private account web page, or otherwise. The advertiser canalso specify who is to receive what reports. For example, an advertisermay choose to deliver certain reports to a broadcasting network orstation, or to a producer of the program in which theinteractively-enhanced commercial was broadcast.

The advertiser can also specify a target audience for particularinteractive ads or for groups of or all of the advertiser's interactiveads. The target defines which members the advertiser wants to receiveschedules, updates, alerts or any other information concerning anyspecific interactive ad or ads that have been submitted for broadcast.The advertiser's target audience may be defined to be every member or ademographic subset of members selected by the advertiser. Theinteractive advertising system can optionally allow an advertiser toexpand a target audience to include members who have specified apreference for commercials by this particular advertiser, or for aspecific category of ads, or to include members who in the past haveinteracted with a particular interactive ad, an interactive ad of aparticular advertiser, an interactive ad of a particular kind, or aninteractive ad in a particular television program. In someimplementations, the advertiser can define a target audience to be agroup specifically selected or recruited to be part of a test market.

The ad production software or the web site allow an advertiser tospecify incentives the advertiser will award for members' participationin a particular interactive ad. Incentives can include a number of awardpoints that may be won for participating in the ad or for respondingcorrectly to the ad, a free entry into a sweepstakes, a high valuee-coupon, an e-ticket or other promotion.

Through the web site, the advertiser can purchase the award points andother incentives not provided directly by the advertiser that theadvertiser offers successful participants in interactive ads.

Through the web site, advertisers can optionally postinteractively-enhanced commercials for viewing on an advertising website, on the members web site, or on another source accessible from aclient device, with incentives for those who watch the commercials andparticipate in the ads. With such commercials, both the ad informationand the commercial are displayed on the client device.

In addition to specifying incentives for members who participate inindividual ads, advertisers can offer incentives to members who watchand respond to a minimum number of unique interactively-enhancedcommercials within a time period, e.g., each week, either as they arebroadcast or later on an advertising web site, in order to encouragemembers to visit the advertising web site and watch commercials thatthey might have missed as they were broadcast.

Finally, through the advertiser support system, e.g., through the website or through the production system, the interactive advertisingsystem can present to an advertiser the anticipated fees for theservices of the system to the advertiser with respect to a particularinteractive ad and underlying commercial. The fees can be based on avariety of measured quantities. The fees can be based, for example, onthe size of the interactive ad, on the number of client devices to whichthe ad is broadcast, on the reports requested, on the number of membersthe system can demonstrate have viewed the underlying commercial frombeginning to end, on the number of correct member responses to key copypoints, or on any other commercially relevant quantities. The advertisermay also define a demographic profile that a viewer that successfullyinteracts with its commercial must fall within for purposes of thecalculation of the advertiser's fees. The system can make rate card dataand member demographic data available to the advertiser support systemto enable the advertiser support system to calculate the range ofanticipated fees.

Third-Party Incentives

Not all incentives have to be offered by the advertiser sponsoring theinteractive ad. Both the operator and other third parties can offerincentives to members (or even non-members) participating in interactiveads.

For example, the operator can offer points and other incentives tomembers for their interaction with interactively-enhanced commercials,in addition to those awarded by advertisers.

Similarly, a company, including a broadcaster, can offer coupons ordiscounts for its products or other incentives to members who are in thecompany's target demographic and locations. A company can establish anaccount on the advertiser web site, just like any other advertiser, anddefine demographics and locations of the members to whom it wants tooffer its incentives, in connection with the members' participation inother advertisers' interactive ads. The system allows a company tospecify, in addition, products and advertisers it does and does not wantits offers to be paired with.

Member Support System and Web Site

The interactive advertising system includes interfaces 160 for onlineaccess by actual and potential members 162 of the system. Suchinterfaces can include interfaces provided by client applicationsoftware running on client devices, which in some versions allow theuser to interact with the system for registration and other purposes,and a member web site, where members can register, set and updatepreferences, and perform other actions. The functionality of theseinterfaces will be described in reference to an illustrative members website, which will now be described.

People can register as members before or after they have downloaded theclient application software to their client devices. However, peoplewill be required to register as members in order to participate in theincentives program, to qualify to win prizes, to enter sweepstakes, toreceive award points, and to activate the client application software.

The member web site provides access to functionality of the membersupport system through web pages for the various functions. The membersupport system is part of the interactive advertising system and, inaddition to providing an interface for members, also maintains a memberdatabase 164, which stores data about each member, including identifyinginformation identifying the member and at least one client device forthe member, demographic information about the member, the member'spreferences, and the status of incentives the member has been awarded.

After the member has registered, the system creates a personal andprivate account for the member and activates client application softwareon the client device or devices of the member. In some implementations,the member support system provides chat rooms and communities ofinterest in which members can participate.

A member can provide and update a variety of member information throughthe member web site, which the system will maintain in the memberdatabase.

The member information for a member can include the member's preferencefor particular kinds of incentives, e.g., coupons, points, etc., themember's interest in the various categories of advertisers and sponsors,the member's interest in particular television programs, the member'sinterest in particular categories of interactively-enhanced commercials,and the member's participation in particular interactively-enhancedcommercials.

The member information can also optionally include the member'spreferences for personalized alerts for interactively-enhancedcommercials, including how and when the member wants to be alerted,including whether the member wants to get an alert for the programcontaining the interactively-enhanced commercial or for theinteractively-enhanced commercial itself or both.

The member web site can also optionally allow a member to selectparticular forms of alert, e.g., particular tones, for particularalerts. Tones can be set according to the member's selected importanceof the commercial, for example, one specific ring for a commercial ofminor interest and three rings for a sweepstakes for a prize of greatinterest to the member.

The member web site can also give members access to their accountinformation, including award point balances, coupons awarded,sweepstakes entered, and other incentives held by the members. A membercan determine, for example, if the member requested an entry into asweepstakes, whether an entry has successfully been made, or if themember performed some task for points, whether the member wassuccessful.

The member support system provides continually updated schedules ofinteractively-enhanced programs and commercials, both on the web siteand on client devices. The web site and client application software canmaintain the schedule information in an indexed form so that the membercan search the schedule using various search criteria, includingtelevision program, advertiser, genre of ad (e.g., sweepstakes,question-and-answer, synchronized button press, coupon offer,sweepstakes, coupons, free trial, test drive, voting, etc.), category ofcommercial (i.e., product or product category being advertised), orother descriptive information. The schedule can also be presentedfiltered so that only certain programs and commercials are shown,filtered according to the member's previously stored preferences orselections made while viewing the schedule. The system also maintainsschedules on a WAP (Wireless Application Protocol) site for access frommobile client devices.

The member web site can also deliver streaming, on demand,interactively-enhanced commercials which the member may not have viewedwhen they were broadcast, which the member can interact with in the waysdescribed in this specification.

Client Device and Client Application Software

Generally, a client device 170 is a device that can (i) receive apresentation file—e.g., a text file or media file—that includes requestsfor user input, (ii) present the presentation file content—e.g., on adisplay device, (iii) receive responsive input from a user of thedevice, and (iv) transmit the user input to the production system.

In some implementations, the client device is a cell phone, smart phone,personal digital assistant with a wireless capability, a personalcomputer (“PC”), a DVR coupled in two-way communication with a DVRservice (e.g., the TiVo® service), a set-top box coupled in two-waycommunication with a cable broadcast system, or similar device. Runningon such a client device is client application software 172 (in a versionconfigured for the particular device) that is configured to interactwith the interactive advertising system and to play interactive adsprovided by the production system. For a client device to “play” aninteractive ad means that the device presents the audio and visualpresentation content of the ad to the user, and executes anyinstructions in the ad as to providing instructions to and receivingresponses from the user, and as to communicating responses and otherinformation to the production system.

The client application software (or “client”, for short) can receiveinteractive ad files from the production system and play them for theuser, receiving and storing user responses to questions and instructionsas specified by the files. Responses can include providing answers toquestions, hitting a specific key on the client device when requested,and so on. The interactive ad received by the client causes the clientto display the content provided by the advertiser, which can includelogos, designs, audio and video content, in addition to questions,offers, and other interactive material. In some implementations, theclient application software can read identifiers of ad features, e.g.,incentives, genre, or advertiser, from the interactive ad received bythe client, and display the feature information on the client device.

Some clients are only capable of playing an interactive ad as it isreceived. When sending an interactive ad to such clients, the productionsystem will broadcast the interactive ad simultaneously with the localbroadcast of the underlying commercial. Some clients are capable ofstoring an interactive ad sent to the client in advance and playing itat a pre-set time or upon the receipt of the synchronizing signal fromthe production system. In the alternative, if known, an instruction canbe sent to start playing the interactive ad at a specific pre-set time.

The client application software can be installed on a client device by amanufacturer, distributor or retailer of the client device, by themember, e.g., as part of the registration process or from an interactiveadvertising system web site, or by a third-party play-along orinteractive television company as a module of the company's ownreal-time play-along interactive television application.

After the client application software has been installed on a clientdevice, prospective interactive advertising system members will berequired to register with the system in order to participate in theawards program, to qualify to win prizes, enter sweepstakes, receiveaward points, and activate the client application software. In additionto demographic information, the registering member can supplyinformation about their television viewing habits and their preferencesin prizes and awards. The system will activate the client applicationsoftware on the client device when registration is complete.

The system associates at least one client device with each member.

The client application software can upload the viewer's responses to aninteractive ad to the production system instantly, or store informationabout the interactions in a client device memory and then in response toa viewer or server request to transmit the information back to theproduction system, or transmit it automatically at a time determined bythe client. The information transmitted to the production system willinclude a member ID, if the client device is registered to be used bymore than one person; and it will include information identifying theunderlying commercial and the interactive ad.

The client can also receive alert messages from the production systemand cause the client device to play tones or emit vibrations asspecified in the messages to notify the user of an upcominginteractively-enhanced commercial or other event. The client applicationsoftware can optionally include an interface through which members canschedule advance alerts on the client device of upcominginteractively-enhanced commercials. In some implementations, the systemincludes a members web site with an interface for members to use toschedule alert messages and set any other user preferences. The clientapplication software or members web site can optionally allow a memberto select particular forms of alert, e.g., particular tones, forparticular notifications. Tones can be set according to the member'sselected importance of a commercial, a sponsor, or an offered incentive.

In some implementations, the production system also supports dumb clientdevices by providing all the required interactive functionality on theserver side and using the dumb client devices as simple text input andout devices, e.g., through the exchange of SMS messages. The clientapplication software can optionally also be implemented as a webapplication that runs on a server and is controlled through a webbrowser interface on a PC or smart phone, for example. For some suchimplementations, the interactive ad presentation includes content thatis streamed to the client device in real time.

In some implementations, the client application software can be obtainedfrom the production system and present to the user schedules of upcomingevents on the interactive advertising system, in particularinteractively-enhanced programs and interactively-enhanced commercials,including information about advertisers and incentives associated withthem. In some implementations, the client application software has auser interface that a user can use to filter or select elements from theschedule, to show only programs, sponsors and incentives, or somecombination of them, that the user is interested in. A member can alsofilter or select elements to be presented from the schedule by settingpreferences in the members web site. The client can optionally updatethe schedule information periodically and give the user ring tone orvibration alerts for upcoming events the user has indicated an interestin, e.g., by setting preferences to be notified of particular programs,incentives, sponsorships, or events.

The client application software can be implemented in a client-sidescripting language, as one or more widgets, as or in any other form ofprogramming that can receive presentation data files and display themfor user interaction in real time. The client can communicate with theproduction system through any wired or wireless protocol. Differentversions of the client application software are implemented fordifferent client devices. In some implementations, the clientapplication software incorporates a Flash compatible player to playFlash compatible video or animation content in an interactive adpresentation. (Flash is a trademark of Adobe Systems Incorporated.)

The client application software and system schedules can be updated bythe interactive advertising system as described in international patentapplication no. PCT/2006/024302 for “Method of and system for managingclient resources and assets for activities on computing devices.”

In implementations for a DVR system or other client device where thecommercial is received and accessible to the client applicationsoftware, the client application software can recognize and extractinteractive ad data embedded in the video data of the commercial, e.g.,in the VBI, either in real time or on demand at the viewer's convenienceusing a DVR, and use the DVR's on screen display to present the TVcommercial and the interactive ad simultaneously.

In implementations for a DVR or set-top box system, the clientapplication software can use the system's remote control capabilitiesfor viewer input and display an interactively-enhanced commercial andits associated interactive ad simultaneously on the television monitor.This can be done either by using a divided screen, graphic overlay, orPIP (picture in picture), by displaying the interactive ad in a spacecreated by reducing the size of the program display, or other similarmethod of displaying information with TV programming on a displaydevice. In such systems, the client application software can use thesystem's capabilities to receive upcoming programming schedules inadvance and display a time and source based schedule of futureinteractively-enhanced commercials and corresponding interactive ads.

In addition, when installed on a DVR, the client application softwarecan optionally allow the viewer to specify that all or only certaininteractively-enhanced commercials be recorded on the DVR, and allowthem and their interactive ads to be recorded separately from thetelevision program in which the commercial was broadcast.

In client devices that can record the program and later play it for theviewer, the client application software can read a recorded program withits interactively-enhanced commercials in advance and use thatinformation to provide all forms of alerts of a forthcominginteractively-enhanced commercial or interactively-enhanced programaccording to the viewer's selected preferences.

When installed on a client device that is suitable for use by multipleusers, the client application software can allow more than one person ina household to participate in an interactive ad if multiple people aremembers, in which case the client application software would requireentry of each member's personal ID at the end of the process and providethe ID to the production system.

When a viewer watches a program streamed over the Web, the clientapplication software will, at the user's choice, display the interactivead information including alerts and the identification of the televisionprogram as an interactively-enhanced program, either by using a dividedscreen, graphic overlay, or PIP (picture in picture), by displaying theinteractive ad in a space created by reducing the size of the video, orother similar method of displaying information with TV programming on adisplay device.

In some implementations, the system can include a web site or othersource accessible from a client device on which advertisers can postcommercials with incentives for those who watch the commercials. In someimplementations, the system supports pushing commercials and promotionsto client devices and inviting members to view interactively-enhancedcommercials on the client device. Thus, some implementations of theclient application software enable the viewer to get or receive and playinteractive ads and underlying commercials on the client device'sdisplay device, and obtain incentive awards for doing so.

In some implementations, the system supports interactive ads forunderlying radio commercials. A client can receive and play aninteractive ad for a radio commercial just as it can for a televisioncommercial. In some implementations, the client device can be aninteractive radio receiver, e.g., a PC receiving a streaming radiobroadcast, and the client application software can present theinteractive ad on the PC's display and receive listener input from thePC's keyboard or a graphical user interface.

Other Applications

The tools and systems for preparing and distributinginteractively-enhanced commercials for television viewers can be adaptedfor the preparation and distribution of interactively-enhanced radiocommercials, including commercials in broadcast, satellite, or

Internet streamed radio programs. In some implementations, the radioprogram receiver and the client device for presenting the listenerinteraction can be the same device, e.g., where the streamed radiobroadcast and the interactive ad are received by the same PC.

The system can optionally be used to run surveys.

In some implementations, the advertiser web site provides advertisers auser interface to define a survey related to an upcoming televisionevent, such as a program or commercial, and invite randomly selectedmembers, optionally in a target demographic, to participate in thesurvey in exchange for incentives.

The production system schedules and synchronizes the distribution of thesurvey in the same way interactive ads are distributed, using alerts tomembers both to recruit and then to remind participants of the upcomingevent which is the subject of the survey. The advertiser support systemenables the advertiser to define and provide incentives for the surveyjust as an advertiser does for interactive ads. The production systemobtains and reports responses to the survey just as responses tointeractive ads are obtained and reported, including a demographicanalysis of the responses.

Embodiments in Data Processing Apparatus

Embodiments of the subject matter and the functional operationsdescribed in this specification can be implemented in digital electroniccircuitry, in tangibly-embodied computer software or firmware, inhardware, including the structures disclosed in this specification andtheir structural equivalents, or in combinations of one or more of them.Embodiments of the subject matter described in this specification can beimplemented as one or more computer programs, i.e., one or more modulesof computer program instructions encoded on a computer storage mediumfor execution by, or to control the operation of, data processingapparatus. The computer storage medium can be a machine-readable storagedevice, a machine-readable storage substrate, a random or serial accessmemory device, or a combination of one or more of them.

The term “data processing apparatus” encompasses all kinds of apparatus,devices, and machines for processing data, including by way of example aprogrammable processor, a computer, or multiple processors or computers.The apparatus can include special purpose logic circuitry, e.g., an FPGA(field programmable gate array) or an ASIC (application-specificintegrated circuit). The apparatus can also include, in addition tohardware, code that creates an execution environment for the computerprogram in question, e.g., code that constitutes processor firmware, aprotocol stack, a database management system, an operating system, or acombination of one or more of them.

A computer program (which may also be referred to as a program,software, software application, script, or code) can be written in anyform of programming language, including compiled or interpretedlanguages, or declarative or procedural languages, and it can bedeployed in any form, including as a stand-alone program or as a module,component, subroutine, or other unit suitable for use in a computingenvironment. A computer program may, but need not, correspond to a filein a file system. A program can be stored in a portion of a file thatholds other programs or data (e.g., one or more scripts stored in amarkup language document), in a single file dedicated to the program inquestion, or in multiple coordinated files (e.g., files that store oneor more modules, sub-programs, or portions of code). A computer programcan be deployed to be executed on one computer or on multiple computersthat are located at one site or distributed across multiple sites andinterconnected by a communication network.

The processes and logic flows described in this specification can beperformed by one or more programmable processors executing one or morecomputer programs to perform functions by operating on input data andgenerating output. The processes and logic flows can also be performedby, and apparatus can also be implemented as, special purpose logiccircuitry, e.g., an FPGA (field programmable gate array) or an ASIC(application-specific integrated circuit).

Processors suitable for the execution of a computer program include, byway of example, both general and special purpose microprocessors, andany one or more processors of any kind of digital computer. Generally, aprocessor will receive instructions and data from a read-only memory ora random access memory or both. The essential elements of a computer area processor for performing or executing instructions and one or morememory devices for storing instructions and data. Generally, a computerwill also include, or be operatively coupled to receive data from ortransfer data to, or both, one or more mass storage devices for storingdata, e.g., magnetic, magneto-optical disks, or optical disks. However,a computer need not have such devices. Moreover, a computer can beembedded in another device, e.g., a mobile telephone, a personal digitalassistant (PDA), a mobile audio or video player, a game console, aGlobal Positioning System (GPS) receiver, or a portable storage device(e.g., a universal serial bus (USB) flash drive), to name just a few.

Computer-readable media suitable for storing computer programinstructions and data include all forms of non-volatile memory, mediaand memory devices, including by way of example semiconductor memorydevices, e.g., EPROM, EEPROM, and flash memory devices; magnetic disks,e.g., internal hard disks or removable disks; magneto-optical disks; andCD-ROM and DVD-ROM disks. The processor and the memory can besupplemented by, or incorporated in, special purpose logic circuitry.

To provide for interaction with a user, embodiments of the subjectmatter described in this specification can be implemented on a computerhaving a display device, e.g., a CRT (cathode ray tube) or LCD (liquidcrystal display) monitor, for displaying information to the user and akeyboard and a pointing device, e.g., a mouse or a trackball, by whichthe user can provide input to the computer. Other kinds of devices canbe used to provide for interaction with a user as well; for example,feedback provided to the user can be any form of sensory feedback, e.g.,visual feedback, auditory feedback, or tactile feedback; and input fromthe user can be received in any form, including acoustic, speech, ortactile input. In addition, a computer can interact with a user bysending documents to and receiving documents from a device that is usedby the user; for example, by sending web pages to a web browser on auser's client device in response to requests received from the webbrowser.

Embodiments of the subject matter described in this specification can beimplemented in a computing system that includes a back-end component,e.g., as a data server, or that includes a middleware component, e.g.,an application server, or that includes a front-end component, e.g., aclient computer having a graphical user interface or a Web browserthrough which a user can interact with an implementation of the subjectmatter described in this specification, or any combination of one ormore such back-end, middleware, or front-end components. The componentsof the system can be interconnected by any form or medium of digitaldata communication, e.g., a communication network. Examples ofcommunication networks include a local area network (“LAN”) and a widearea network (“WAN”), e.g., the Internet.

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinvention or of what may be claimed, but rather as descriptions offeatures that may be specific to particular embodiments of particularinventions. Certain features that are described in this specification inthe context of separate embodiments can also be implemented incombination in a single embodiment. Conversely, various features thatare described in the context of a single embodiment can also beimplemented in multiple embodiments separately or in any suitablesubcombination. Moreover, although features may be described above asacting in certain combinations and even initially claimed as such, oneor more features from a claimed combination can in some cases be excisedfrom the combination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the embodiments described above should not be understoodas requiring such separation in all embodiments, and it should beunderstood that the described program components and systems cangenerally be integrated together in a single software product orpackaged into multiple software products.

Particular embodiments of the subject matter have been described. Otherembodiments are within the scope of the following claims. For example,the actions recited in the claims can be performed in a different orderand still achieve desirable results. As one example, the processesdepicted in the accompanying figure do not necessarily require theparticular order shown, or sequential order, to achieve desirableresults. In certain implementations, multitasking and parallelprocessing may be advantageous.

1-20. (canceled)
 21. A system comprising: one or more computersprogrammed to perform operations comprising: maintaining a database ofregistered members, the database identifying a mobile interactive devicefor each of a plurality of members including a first member having afirst mobile interactive device; maintaining a schedule of upcomingbroadcast events including a first broadcast event; receivingadvertisement interaction data and metadata for an advertisement relatedto the first broadcast event based on real-time interaction between thefirst mobile interactive device and the one or more computers as thefirst broadcast event is being broadcast; and determining a time to sendtrigger data causing display of the advertisement, wherein the time isdetermined using data from the first broadcast event and geographicinformation.
 22. The system of claim 21, wherein the first broadcastevent is scheduled to occur within a first predetermined time.
 23. Thesystem of claim 22, wherein the first predetermined time is one minuteor less.
 24. The system of claim 23, the operations further comprisingreceiving from the first member data specifying the first predeterminedtime.
 25. The system of claim 21, wherein the first broadcast event isan interactively-enhanced commercial.
 26. The system of claim 21,wherein the first broadcast event is an interactively-enhancedcommercial for a particular advertiser.
 27. The system of claim 26, theoperations further comprising determining that the first broadcast eventis of interest to the first member from the database of registeredmembers and from data embedded in the commercial or data provided by theadvertiser.
 28. The system of claim 21, wherein the mobile interactivedevice comprises a smart telephone.
 29. The system of claim 21, whereinthe first broadcast event is a program that includes a commercialprovided by an advertiser, the operations further comprising determiningthat the first broadcast event is of interest to the first member fromthe database of registered members and from data embedded in thecommercial or data provided by the advertiser.
 30. A method comprising:maintaining a database of registered members on one or more computersprogrammed to perform operations, the database identifying a mobileinteractive device for each of a plurality of members including a firstmember having a first mobile interactive device; maintaining a scheduleof upcoming broadcast events including a first broadcast event;receiving advertisement interaction data and metadata for anadvertisement related to the first broadcast event based on real-timeinteraction between the first mobile interactive device and the one ormore computers as the first broadcast event is being broadcast, whereinthe metadata includes broadcast market data defining a broadcast marketfor the advertisement; and determining a time to send trigger datacausing display of the advertisement, wherein the time is determinedusing data from the first broadcast event, wherein the advertisement isbased on a proximity of a user.
 31. The method of claim 30, wherein thefirst broadcast event is scheduled to occur within a first predeterminedtime.
 32. The method of claim 31, wherein the first predetermined timeis one minute or less.
 33. The method of claim 32, further comprisingreceiving from the first member data specifying the first predeterminedtime.
 34. The method of claim 30, wherein the first broadcast event isan interactively-enhanced commercial.
 35. The method of claim 30,wherein the first broadcast event is an interactively-enhancedcommercial for a particular advertiser.
 36. The method of claim 35,further comprising determining that the first broadcast event is ofinterest to the first member from the database of registered members andfrom data embedded in the commercial or data provided by the advertiser.37. The method of claim 30, wherein the mobile interactive devicecomprises a smart telephone.
 38. The method of claim 30, furthercomprising determining that the first broadcast event is of interest tothe first member from the database of registered members and from dataembedded in the commercial or data provided by the advertiser, whereinthe first broadcast event is a program that includes a commercialprovided by an advertiser.